Chain champions its back-to-basics approach in website and video
Bizarre ingredients and gimmicky crusts — this pizza with a hot dog crust, for example — have come to dominate the pizza delivery business of late. So Domino's and Crispin Porter + Bogusky pulled of a cheeky stunt that needles the competition while furthering Domino's bid for artisanal cred.
The company set up a "pizza school" across the street from rival chain Pizza Hut (we're assuming -- the logos are blurred) where Domino's employees demonstrated how their pies stick to the basics. Visitors to a website can explore a 3D space at dominospizzaschool.com made entirely from pizza boxes and learn how to craft a perfect pie.